Christopher Kane Launches e-Commerce

Christopher Kane Fall 2016 Menswear.

Scottish fashion designer Christopher Kane is taking a major step for his eponymous label.

After opening up the brand’s first store on London’s Mount Street, launching a website, unveiling an inaugural ad campaign, added Pre-Fall and expanded into product categories including bags, shoes and sunglasses, the Kering-owned brand has finally launched an e-Commence, selling men and women collections.

“This really is the second major milestone,” says Sarah Crook, chief executive officer of Christopher Kane, labelling the brand’s physical store the first.

Christopher Kane’s forthcoming e-commerce platform will use digital and video content to combine “a brand experience and a commercial experience,” adds Crook. “The two should be very interconnected. If you’re reading about something, you should be able to easily shop through that channel.” The e-commerce store’s back-end is powered by Farfetch, which opened its platform to brands in 2015. The site’s front-end was designed by creative agency Spring.

“Digital allows speed to market and the flexibility to develop and launch limited edition products that are showcased for limited periods only and may or may not sit within an existing product category,” continues Crooke. “This allows us to be creative and reactive in the moment, which within our wholesale channels we can’t always do,” she adds. However, the site is able to pull inventory from select wholesale partners, allowing the business to “leverage additional product breadth and in some cases additional depth on key styles,” explains Crook.

Christopher Kane Fall 2016 Ready-To-Wear.

Photos Credit: Vogue Fashion | Kim Weston Arnold/Indigital.tv

Source: BoF